Integrated Marketing Communication - 2016

This page is for past year, View 2017 unit details.

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP2 , SP4
  • Assessment: Assignment - (50-65%) , Group Project - (25-35%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

The primary aim of this unit is to explore the use of marketing communication to build and sustain brands, based on knowledge of how communication works, the institutions which participate in the process, and the practical business processes necessary to achieve and measure defined communication goals. In particular, students will be able to understand the integrated nature of communication and develop a full appreciation of advertising, sales promotion, public relations, publicity and direct marketing in a digital and contemporary environment.

On successful completion of this unit, students will be able to:

  1. Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods
  2. Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems
  3. Use information literacy skills and communicate effectively and professionally in written and oral forms appropriate for diverse purposes, contexts and audiences
  4. Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts
  5. Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
  • Assignment — (50-65%)
  • Group Project — (25-35%)
  • Project — Group (10-15%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • MAR230 — Integrated Marketing Communications

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Introduction to integrated marketing communications and communications strategy
2Forms of communication and the communication process
3Who to communicate to and what to communicate: segmentation and objectives
4Industry roles in IMC
5Advertising strategy and planning
6Creative advertising and effective integration
7Where to communicate: Media
8Interactive and digital media
9Media strategy, planning and buying
10Other forms of IMC: Sales promotion, direct marketing, PR and publicity, sponsorship
11Global campaigns and ethics
12Campaign evaluation and budgets

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is a core requirement in the following courses:

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit is an approved elective in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Integrated Marketing Communications (Custom


    ISBN: 9781442561274


    Supplier:Go to The Co-op Bookshop

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